When a company does not have anything newsworthy to report about, there is no necessity to spend time, pulling together an expensive press conference. Instead there are some suggestions on what should be done to make your time and your client's wallet be used more effectively and efficiently. More strategically thinking and some of the techniques offered below might be of great help.
Rethink Press Releases. While it is easy to recycle the same old press releases and fact sheets, infusing your media plans with some innovative thinking, might produce stronger, more effective results. However, drafting and getting press releases approved may require too much time. Frequently, they end up on a web site (a potential black hole), unseen by the media. Perhaps, it is better to prepare a brief bio of your client or company with a list of "hot topics" the CEO or a manager can discuss in order to make your PR media relations more successful.
Writing articles. For those clients that have an expertise on a specific subject you may try drafting an op-ed or encourage them to write an article, targeted to their audience. Perhaps, it will interest an editor and he will feature a regular column from your client.
Speaking opportunities. It is not only the PR media service that is important for your client. You can also look for upcoming seminars/conferences for the target audience of your client company. It is useful to draft a speaker's proposals and submit them to conference organizers that might benefit from your client's expertise.
Roundtable discussions. Suggest that your company initiate a roundtable or teach a one-day seminar in order to provide valuable information to potential and current clients. Due to this, your client will gain new business and you will acquire event publicity.
Desk-side visits. Desk-side visits are an effective way to use PR media in order to build credibility and obtain your organization quoted. Invite some journalists to meet with you or someone within your organization, especially if your company can offer information for a story a reporter is currently working at.
Organizing host regular lunches for reporters. Host regular lunches for reporters are organized in order to introduce a specific reporter to the company. Communicating with PR media representatives will give you an opportunity to present some current and upcoming activities or products.
Third-party opportunities. Remember that media and public relations are closely connected. That is the reason why you have to be aware of what is happening in the news everyday. If a television in your office is not available to you, use news sites, relevant to your organization.
Community work. Providing a community service is an easy way to gain a quick exposure. Such work is often quite "promotable". It also allows your company to be known as a good corporate citizen among peer companies. Think pro bono.
Even when your news day is slow, try to use some of the techniques described above to create great PR media opportunities that will warrant the profit and publicity.